Dior VIII Automatic Diamond White Ceramic Ladies Watch CD1235E5C001

34 years on, the new collection is evolving to offer today's woman a refined model closely attuned to the Brand's jewellery-making heritage.

The legend lives on… In 1977, Bulgari launched a model with an emblematic signature that foreshadowed an exceptional destiny. Accentuated by a bezel bearing the double Brand logo, the ″Bulgari Bulgari″ watch made an historic entrance into the exclusive circle of enduring watch models beyond the reach of time. 34 years later, ″Bulgari Bulgari″ is as contemporary as ever, and is appearing in 2011 in a feminine version featuring various interpretations displaying supreme elegance and refinement.

The story of ″Bulgari Bulgari″ brilliantly highlights the creative audacity and the flair for upcoming trends that the Italian-based House has shown ever since its origins. In the second half of the 1970s, the importance of the Brand was becoming ever more firmly established, steadily progressing from a guarantee of origin to a status symbol for the customer. Bulgari began using its name as a symbol, drawing upon the graphic design and lettering characteristic of imperial Rome for inscriptions engraved on stone. This type of script has in fact re-emerged in the 15th century before disappearing once more and finally being revived in the 1930s. From 1934 onwards, Bulgari used it to sign its jewellery creations and their dedicated presentation boxes.

The Bulgari "hallmark"

″Bulgari Bulgari″ was the first example of the double logo engraved like a design element on the watch bezel. Launched in 1977, this creation asserted itself as the "hallmark" of the Rome-based company, and at the same time the name of a flagship collection that would in turn give rise to a full-fledged trend. Today, almost 34 years after its launch, it remains the epitome of an iconic model that is as decidedly contemporary as ever.

The new ″Bulgari Bulgari″ a perfect embodiment of this enduring status

Resolutely in tune with the times, this emblem of aesthetic refinement bears eloquent testimony to the perfectly contemporary spirit that gave rise to ″Bulgari Bulgari″ 34 years ago. This new collection comprises 14 references encompassing three diameters (26 mm, 33 mm and 37 mm), crafted in steel or rose gold, and providing countless possibilities including wristbands that can be swiftly and easily changed in step with moods and colour preferences.

In-depth reworking

In terms of formal research, the case has been thoroughly redesigned and subtly streamlined to appear slenderer than ever, while retaining its characteristic steel or gold bezel featuring an entirely smooth and polished surface bearing the double brand logo. The case displays the same distinctive cylindrical structure, and its apparent simplicity and elegance are accentuated by delicately softened lugs ensuring an even more flowing slope and perfect fit of the leather strap or precious metal bracelet.

Embodying the fundamental values of the House, ″Bulgari Bulgari″ gives a subtle nod to the Brand's jewellery-making heritage through the tourmaline cabochon set on the crown, a gemstone cut that has become an established signature of Bulgari creations. This discreetly refined and precious reminder is echoed in the mother-of-pearl dials graced with Roman numerals or brilliant-cut diamond hour-markers, depending on the version. In its most poetic interpretation - Mediterranean Eden - the new ″Bulgari Bulgari″ Lady is adorned with a mother-of-pearl dial with no hour-markers and enriched with a delicate floral motif featuring stylised petals enhanced with brilliant-cut diamonds. Mediterranean Eden, harking back to brand's geographical origins and inspiration, is available in the 33 mm and 37 mm-diameter versions with a steel or steel/gold case. 

A broad range of combinations

Inherently feminine, sophisticated, and expressing a spirit that is as modern as the day it was born, ″Bulgari Bulgari″ comes in a broad range of combinations subtly associating noble metals with a wealth of dial features. In the 26 mm and 33 mm-diameter versions, the case is teamed with a steel bracelet enhanced by alternating polished and satin-brushed surfaces, creating a delightful feel that is picked up on the steel/gold versions. It is also available with a beige alligator leather strap, whereas Mediterranean Eden comes with a white alligator leather strap. The overall design of the case and lugs ensures perfect interchangeability of the wristbands, from metal to leather and the other way around. Both sizes feature a dial with a choice of applied or diamond-set hour-markers.

The broad spectrum provided by the ″Bulgari Bulgari″ collection vividly expresses a wealth of sophisticated creativity entirely in keeping with a House that has always cultivated special ties with Women…